Microsoft India appoints Reprisemedia as digital AoR

The development comes on the back of a global realignment and Reprisemedia will now function as an extension of Lodestar UM.

Following a global alignment, Reprisemedia India has been appointed the digital media AoR (agency of record) for Microsoft India across display and search verticals. Reprisemedia India will now function as an extension of Lodestar UM, which has been the lead media AoR for Microsoft India for the past 10 years.

The business was earlier handled by WPP-owned Quasar and Publicis Performics.

Commenting on the development, Shafalika Saxena, CMO of Microsoft India, says, "This shift aligns India with Microsoft's global move to consolidate digital media buying and search with UM. The coming years will be a game-changer for Microsoft, with the impending launch of a breakthrough operating system, Windows 8, coupled with exciting developments across our entire product portfolio. We look forward to working with Reprisemedia and deepening our partnership with UM."

This new arrangement comes into effect from July and will leverage global expertise from across the many markets where Reprisemedia handles Microsoft's Search business.

Anjali Hegde, CEO, Reprisemedia India, says, "This is the most significant thing that has happened to Reprisemedia and we are really excited about the opportunity to work with Microsoft. It considers digital as a core and mainstream medium and that mindset allows a digital agency to push its boundaries of innovation and creativity - in short a dream client to work for."

Anamika Mehta, COO, Lodestar UM, says, "Reprisemedia India comes with an added advantage. As a full-service digital agency, its offering extends far beyond Search, into the realm of digital display, content and application. Reprisemedia will complement the unique strength of Lodestar UM within the content space."

For the record, Microsoft India recently appointed Hungama Digital media as its social media agency.